#076: The Onion - Co-Founder Scott Dikkers

Fake news is everywhere. Fran Racioppi traveled to Minneapolis to meet the pioneer of all things false, the founder of The Onion Scott Dikkers. Scott and Fran cover his book, Outrageous Marketing, where he challenges conventional wisdom on building brand loyalty, making your own rules and connecting with consumers. 

An introvert by nature, Scott spent decades leading a team of creatives without an organizational chart, no corporate policies, giving no credit, and getting quality from quantity. Scott and Fran discuss the evolution of the media industry, the rise of commentary over objectivity, top Onion headlines and 13 tips to being OUTRAGEOUS!

Learn more about Scott at scottdikkers.com and @itsscottdikkers. And get your fill of fake news at TheOnion.com and @theonion on social media.

Read the full episode transcription here and learn more on The Jedburgh Podcast Website. Check out the full video version on YouTube.

Highlights: 

-0:00 Welcome to Minneapolis and Scott’s house

-5:30 Outrageous marketing is being the most extreme version of yourself

-12:48 Humor is the thing that animals can’t do

-15:08 The 11 things that make it funny

-18:35 The five themes of Outrageous Marketing

-32:02 Attention economy vs love economy

-39:45 The importance of brand character

-43:41 The factions of the media industry

-58:30 Curiosity keeps us ahead of the competition

-1:03:21 Comfort the afflicted and afflict the comfortable

-1:10:12 Top Onion headlines

-1:17:45 Scott's 13 Tips to becoming Outrageous

-1:28:40 What’s next & Daily Foundations

Quotes: 

-”The Onion was just a format for the comedy. It was kind of an accident of history that it was fake news. That it was in the format of a newspaper.” (9:07) 

-”We were obsessed with doing the best comedy we possibly could.” (10:55) 

-”Humor is the highest functioning thing our brains can do…it’s the thing that animals can’t do.” (13:19)

-”There are 11 different kinds of jokes. That’s the only kind of jokes there are.” (15:41)

-”My compulsion to do comedy…It’s literally the only way I knew how to relate to other people.” (22:31)

-”In comedy, quantity really is the path to quality.” (25:00)

-”My goal at The Onion was to make the reader and the advertiser…feel absolutely unconditionally loved.” (35:33)

-”Anything I watch; especially on TV…like in the mainstream media…I just don’t believe any of it.” (48:06)

-”I think what the repeal of the fairness doctrine has really done is basically unleash the worst of humanity.” (48:32)

-”Do you honestly think things will never get better? No, a better idea is gonna come along.” (59:03)

-”Comfort the afflicted and afflict the comfortable.” (1:03:45)

Scott’s 3 Daily Foundations to Success

-Write comedy every day

-Help someone else get better at comedy

-Enjoy some comedy as an audience member

This episode is brought to you by Jersey Mike’s, 18A Fitness, and Analytix Solutions